高端葡萄酒网络营销策略研究论文大学毕设论文.doc

目 录 摘 要………………………………………………………………………………2 Abstract………………………………………………………………………………2 1.绪 论………………………………………………………………………………3 2.网络营销概述………………………………………………………………………3 2.1网络营销的涵义和运作模式…………………………………………………3 2.2网络营销与实体营销的区别…………………………………………………4 2.3网络营销的基本特征与优势…………………………………………………4 3.高端葡萄酒网络营销的现状及问题分析…………………………………………5 3.1奢侈品和高端葡萄酒概述……………………………………………………5 3.2高端葡萄酒网络营销的消费群体……………………………………………6 3.3高端葡萄酒网络营销的影响因素及存在问题………………………………6 3.4高端葡萄酒网络营销的可行性和必要性分析………………………………7 高端葡萄酒网络营销的策略和路径选择 ………………………………………7 4.1注重消费者体验的网络互动营销……………………………………………8 4.2利用网络社交扩大品牌的知名度……………………………………………8 4.3构建网络营销多元化的购物平台……………………………………………9 4.4加强客户关系和服务的网络管理……………………………………………9 致 谢 ……………………………………………………………………………11 参考文献 ……………………………………………………………………………11 摘 要 近年来，受国际金融危机的影响，以高端葡萄酒为代表的奢侈品在欧美市场上普遍遭遇“滑铁卢”，而在我国市场却逆市而上，每年高端葡萄酒的销售额超过20亿美元，并正以每年20%的速度增长。随着我国经济的迅猛发展，加之电子商务的方兴未艾，可以预见未来我国高端葡萄酒的市场竞争格局将会非常激烈，网络营销将会成为一个新的竞争卖点和利润创新点。本文基于高端葡萄酒的网络营销策略为研究对象，通过系统的理论分析，并结合我国的经济发展和奢侈品消费实际，科学提出了高端葡萄酒在我国开展网络营销的对策与路径选择，即注重消费者体验的网络互动营销、利用网络社交扩大品牌的知名度、构建网络营销多元化的购物平台、加强客户关系和服务的网络管理。 关键词：高端葡萄酒；网络营销；策略；研究 Abstract In recent years, the international financial crisis, luxury high-end wine market in Europe and the United States suffered a widespread Waterloo, in Chinas market to buck the trend, the annual high-end wine sales of more than 2 billion U.S. Dollars and growth rate of 20% per year. With the rapid development of Chinas economy, coupled with e-commerce in the ascendant, can foresee the future of Chinas high-end wine market competition will be very intense, network marketing will become a new selling point of the competition and the profit innovation. That focus on online marketing strategies based on high-end wines, the object of study, through systematic theoretical analysis, combined with Chinas economic development and the actual consumption of luxury goods, scientific high-end wines in our online marketing countermeasures and route choice consumers to experience the interactive online marketing, social networking to